Free-From Bakers ‘Bells of Lazonby’ To Launch Its First Plant Based ‘mini bites’ Range Into Sainsbury’s Under ‘We Love Cake’

Bells of Lazonby, renowned family bakers since 1946, is debuting its first ‘mini bites’ snacking range from We Love Cake.

The brand-new snacking pots will include: ‘Crunch ‘n’ Crisp’ Toffee Crispy mini bites and ‘Choc-a-block’ Chocolate topped flapjack mini bites.

Available initially cross 400 Sainsbury’s stores nationwide, both products are gluten, wheat and milk free. The plant-based bakes are available instore from September 7th and will on an introductory deal of RRP £2 until 22nd September.

We Love Cake is known for its nostalgic nod to the ‘Best of British’ desserts, this latest ‘mini bites’ SKU – available in 156g / 110g resealable tubs – is nod to two of the Nation’s favourite tray bakes and chocolate bars. The small bitesize pieces lend themselves to sharing occasion, making them perfect go to for the whole family.

Head of brand and marketing, Josh Boydell-Smith, from We Love Cake said: “Mini bites are huge innovation for We Love Cake as they allow us to challenge not only in bakery, but in sharing and snacking occasions.

“This new range is another opportunity to challenges perceptions around free-from bakery and allows us to go after the mainstream, confectionary shopper looking for sharers that work for everyone at the table. Delicious cakes for all dietary requirements.”

He added: “Growing our portfolio with new flavours and serving sizes allows us to dominate and stand out on shelf space, we strive to be the number one sweet bakery brand in the ‘free-from’ category in the next five years.”

The gluten free cakes are registered with Coeliac UK and Vegan Society and declared as suitable for those with coeliac disease.

Made in Lazonby on the edge of the Lake District, Cumbria; all We Love Cake products are baked in small batches by skilled bakers and hand finished. The bakery strives to maintain freshness without losing its small batch quality.

We Love Cake has seen huge success and growth overseas in the Australian market. In the last 12 months the brand has focused on driving listings and sales in the UK, targeting the multiples with new SKUS. Last Autumn, ‘Rip-Roaring Raspberry Ripple’ and a ‘Totally Toffee Sticky Toffee’ launched in Waitrose and Morrisons and remains two of the fastest selling branded cake slices in the category.

The brand launched We Love Cake ‘Rumble in the Crumble’ last month in selected Waitrose stores. The gluten, wheat and milk free apple crumble slices are a delicious free-from nod to the classic British pudding apple crumble.

Source: Bells of Lazonby

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